Rethinking residential property marketing
Helping Mirvac Residential illustrate their difference.
During strategic interviews with key Mirvac Residential experts, we uncovered insights about what makes Mirvac Residential Properties really different.
We identified a set of narrative themes and created engaging headlines and stories. We then conceived and wrote a set of guidelines to assist the Mirvac Residential Marketing teams and partnering development agencies, to educate them on the new defined difference.
These were no ordinary guidelines. The guide was a set of tools to encourage design thinking and assist workshopping ideas. To encourage readers to re-think traditional methods and ideas. With pages for sketching, ideating, collaborating and tearing up. The format was purposefully ‘anti guidelines’ – not ‘telling’ the readers, but a narrative to inspire ideas and empower innovation.
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